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The Street Team:

A Unique Approach to Marketing at

University of Central Missouri

By Janet Adams

he dining team at the
University of Central
TMissouri (UCM) wanted
to find an innovative way to
reach students on campus and
raise awareness regarding the
dining program. Sodexo, the
university’s campus dining
partner, recognized the benefits
of peer-to-peer communication
and more-personalized mar-
keting efforts and developed THE RESULTS
The Street Team, a carefully The primary goal of The
selected group of students who Street Team is to support a
can engage and influence the relevant and impactful mar-
campus community through keting campaign that organi-
direct communication and interaction. cally improves student engagement and dining program results.
UCM currently features three resident dining halls and 11 Since its inception in fall 2015, The Street Team has done just
retail dining locations, including a Starbucks, Steak ’n Shake, that, achieving positive results across a number of metrics.
Taco Bell, Chick-fil-A and two Einstein Bros. Bagels. With Because social media is one of the most popular plat-
so many options on this large campus, students often have forms for college students to interact, communicate and find
questions regarding campus dining. In addition, on a campus information, the UCM dining team measures social media
that enrolls around 14,000 students, it can be challenging to followers as a way to gauge the engagement level on campus.
effectively communicate new programs, offers and events. Since The Street Team was formed, each semester has seen a
The Street Team works to overcome those challenges with marked increase in social media followers, ranging from 22
direct, innovative, interactive marketing and communication percent to 30 percent.
tactics and strategies. In addition, overall customer service scores have improved,
The first step in implementing the program was identify- in part because of The Street Team’s ability to address issues
ing students who already had a strong presence on campus as they arise and before they lead to customer dissatisfaction.
and demonstrated skills in connecting with fellow students. In spring 2015, customer satisfaction at the campus dining
Prior to joining the team, most members were highly active venues was 79 percent. After The Street Team was introduced,
in campus clubs and organizations, and many held leader- those scores jumped to 89 percent. The scores have remained
ship roles within those groups. Choosing members from this relatively steady since then, with the dining team achieving
pool of candidates ensures that those on The Street Team are an 87 percent score in the most recent semester.
outgoing, have a large social circle of friends and acquain- There has also been a substantial increase in voluntary
tances on campus, and know how to engage with their peers. meal plan sales due to The Street Team’s efforts to promote
Members also tend to have a fun, affable nature and strong them at campus events and highlight the value of meal plans
communication skills. to their peers. On average, voluntary meal plan sales have
The Street Team works to promote the dining program increased more than 25 percent each semester since The Street
and events on campus. They serve as subject-matter experts Team was formed.
regarding campus dining and specifically focus on highlight- The Street Team has consistently received praise from
ing aspects they believe will be most appealing to their peers. university leadership, including UCM president Dr. Charles
Students often feel more comfortable interacting with other Ambrose and Dr. Shari Bax, UCM’s vice provost for student
students, enabling The Street Team to engage their peers through experience engagement. Sodexo leaders have also recognized
a unique grassroots approach centered around authentic con- the value of this innovative program and have begun to intro-
versation and open communication. Members are available in duce it on other client campuses.
dining locations and at special events to answer questions and The Street Team has proven to be an invaluable opportunity
encourage student participation in campus dining. to engage students and educate them about the benefits of
Diane Wirthwein, a Sodexo marketing specialist, hires campus dining while also improving operational results and
and trains students for roles on The Street Team. Students are enhancing client satisfaction.
contracted to work a specific number of hours per week. They Janet Adams in the director of Resident Dining at the
earn dining dollars for use at campus eateries as compensa- University of Central Missouri in Warrensburg.
tion for their time.

22 | MAY 2017 ON-CAMPUS HOSPITALITY